Brand Plan Overview
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About the company
Brand History
Market Overview
Azithral Details
Azithral SWOT
Brand Objective
Issues and Critical Success Factors
Drivers to achieve target
Promotional Plan
Special Campaign
Growth Horizon
Alembic
 Started in 1907, based in Baroda, Gujarat
 Sales as on March 2009: 554Cr (7%)
 15 divisions
 Field force strength: 2700
 Diverse Portfolio of Anti infectives, Gastrointestinal
drugs , NSAIDS, Ophthalmics, Cardiovasculars, etc
 Anti infectives contribute to around 50% of company’s
domestic sales
 Strongly entrenched in the Macrolides category
Source: Chairman’s speech July 2009
Product Description: Azithral
 Molecule
 Azithromycin belonging to the class of MACROLIDES
 Indications
 Effective against a wide variety of atypical bacterial
 Used majorly in RTI
 MOA:
 Acts by binding to the 50S ribosomal subunit of susceptible
microorganisms
 Interferes with microbial protein synthesis
 Dosage
 500 mg OD for 3/5 days for an adult
 100 -200 mg OD for 5 days according to child’s weight
BRAND HISTORY: AZITHRAL
Launched in 1994: 1st Azithromycin in IPM
Azithral Liquid launched in 1998
• Brand Leader since launch .
• Caters to needs of different age groups.
Azithral is the 27th TOP selling brand*
Maintained Leadership with Premium Price.
• Exclusive Division with focus on Azithral has brought great
results to the company.
*IMS ORG Mar 2009
Market Overview
Azithral
(96.01 Cr)
Azithromycin
(355.86 Cr)
Macrolides
(664.76 Cr)
Antibiotic Anti-bacterials (Cephalosporins,
AmoxyClav, Ampicillin,
Quinolones,
Macrolides and others)
(6974.99Cr)
Source: IMS ORG MAT Dec 09
Top Brands of Azithromycin-Dec’09
Sr.
No.
Brand
Value
Company
M.S.
1
AZITHRAL
96.01 Cr
ALEMBIC
26.98%
2
AZEE
29.50 Cr
CIPLA
8.61%
3
ZATHRIN
23.15 Cr
FDC
6.80%
4
ATM
15.37 Cr
INDOCO
4.78%
5
AZIWOK
14.57 Cr
WOCKHARDT
4.55%
6
AZIBACT
9.88 Cr
IPCA
2.78%
7
ZADY
9.83 Cr
MANKIND
2.76%
8
AZILIDE
9.26 Cr
MICRO NOVA
2.61%
9
AZIMAX
7.95 Cr
CIPLA
2.24%
10.
ZITHROCIN
5.49Cr
BIOCHEM
1.65%
Source: IMS ORG MAT Dec 09
Indirect competitors
Molecular category
Value (Cr.)
Market share
Growth
(08 to 09)
Amoxiclav
555
7.90%
28%
Cefixime
572
8.20%
26%
Levofloxacin
154
2.20%
7%
Cefpodoxime
352
5%
31%
Clarithromycin
44.4
0.60%
13.50%
Source: IMS ORG MAT Dec 09
Prescription analysis- Azithromycin
Sr.
no
Speciality
NovFeb’08
JulOct’08
MarJun’08
NovFeb’09
CPR
36911
36467
34691
39067
1
GP’s
808
802
760
871
2
GYNAEC
433
429
408
454
3
PAEDIA
1536
1515
1458
1624
4
CONS PHY
843
809
824
838
5
DERMA
1511
1630
1493
1597
6
ENT
1104
1048
1125
1076
7
CHEST
737
697
705
737
Source: CMARC Data
AZITHRAL
74.35
19.5
2,009
YEAR
2.16
57.23
13.16
2,008
2.4
SOLID
LIQUID
IV
43.66
11.25
2,007
0.93
0
10
20
30
40
50
60
70
SOLID
2,007
43.66
2,008
57.23
2,009
74.35
LIQUID
11.25
13.16
19.5
IV
0.93
2.4
2.16
SALES IN CRORES
80
Azithral SKUs
Solids: 78%
Liquids: 19%
Injectibles:2%
%Mkt share
%growth
Azithral growth and Market share trend
62.16
61.35
35.64
35.37
37.94
23.31
24.28
24.71
MS 07
MS 08
MS 09
46.17
STRENGTH
WEAKNESS
Top recalled brand of Azithromycin
Company equity in Macrolides
Increasing drug resistance
Market leader in its category (M.S. 26 %)
(~100 cr)
The market has differential pricing with over
150 brands
Main focus brand for company
Widest range (caters to all age groups)
SWOT
ANALYSIS
THREAT
OPPORTUNITY
High growth market
Newer Indications: Acne, Trachoma, HIV,
Malaria
Newer dosage forms: Ointment, Eye drops,
Inhalation
Substitution at retailer level
High growth rate (31%) of AZEE (main
competitor)
Prescription degrowth of tablet range lower
than the category*
Low priced brands gaining M.S &
prescriptions.(AZEE)
Brand Objective
 To maintain the leadership position of Azithral and
achieving sales of 130 Cr by the end 0f 2011 with the
growth rate of 35 %
Projected Target
35% (Rs. 34 Cr)
Sales Projection
AZITHRAL
Sales
Projected Sales
Growth Rate
Oral Solids
74.35 Cr
98.5Cr
34%
Oral Liquids
19.50 Cr
29.25 Cr
50%
Injectibles
2.16 Cr
2.26 Cr
5%
Total Azithral
96 Cr
130 Cr
35%
Key Marketing Issues & Critical Success Factors
Key Issues
Critical Success Factors
Arrest the rapid degrowth in
Injectibles
Increase institutional sales
through pricing flexibility
/packaging innovations
Low priced brands gaining M.S &
prescriptions.
Ensuring availability and schemes
to Retailers
Prescription degrowth of tablet
range lower than the category
Capturing the 5 day prescribers
and providing doctor inputs
Drivers to achieve target
Price
increase by
5%
Giving
Institutional
discounts for
the growth of
Azithral
Injectibles
Leverage
Brand Loyalty
(Increasing
prescriptions
from
prescribers)
Stopping
substitution
at the level
of Retailers
with
schemes and
Inputs
Converting
Doctors
prescribing
direct and
indirect
competition
Establishing
Equity with
pediatricians
with the
campaign
Strategies to achieve objective
 Leveraging on existing equity with Doctors
 Expand presence of molecule to more indications
 Positioning differently for different specialities
 Increasing the Prescriber Base: See Newer Doctors
 Launch Newer SKUs
 Ensuring availability and schemes to Retailers
 Price increase
 Identify opportunities to increase institutional sales through pricing
flexibility /packaging innovations
 Identify states where our brand share is far lower than national average .
Create specific plans for state market share growth
Promotional Plan
Doctor Coverage
Total no. of doctors to be covered= 200/MR
Speciality
No. of doctors
General Practitioners
100
Consulting Physicians
2o
Dermatologists
15
Paediatricians
25
Gynaecologists
20
ENT
10
Chest Physicians
10
Indications
GP/CP
Gynaec
COPD
Urethritis
Sinusitis
Cervicitis
ENT
Otitis
media
Paedia
Derma
Otitis
media
Bacterial
sinusitis
Acne
Acne
Pneumonia
Pneumonia
Pharyngitis
PID
Pharyngitis
Tonsilitis
Tonsilitis
Gonorrhoea
Pharyngitis
Syphillis
SSTI
Skin and
Soft Tissue
Infections
Brand Positioning-URTI
Single-minded proposition:
Most Effective
Target audience – GP/CP/ENT
Key message 1:
Key message 2:
Key message 3:
Appropriate Coverage and
therapeutic concentration
at tissue level with fast
action is imp while selecting
antibiotics in URTI
High Concentration of
AZITHRAL in tissues
suggests that OD for 5 days
or 3 days is effective in
treating URTI
AZITHRAL assures rapid
action in upper
respiratory tract
infections
Brand Positioning – Infections and STDs
Single-minded proposition:
Most Effective
Target audience – Gynaecs
Key message 1:
Key message 2:
Key message 3:
PID eg. Urethritis and
Cervicitis is very common
in female patients
The need of the hour is an
antibiotic that gives fast
and most effective relief
AZITHRAL gives fast and
most effective relief in
PID infections
Brand Positioning – SSTI & Acne
Single-minded proposition:
Most Effective
Target audience – GP/Derma
Key message 1:
Key message 2:
Key message 3:
S.aureus is most common
pathogen involved in SSTI
AZITHRAL is the
preferential antibiotic for
bacterial infections with
S. aureus
AZITHRAL is the most
used antibiotic in SSTI and
can also be prescribed for
Acne
Promotional Expenses
Activities
% of total
marketing spend
Value
Samples
20%
2 Cr
Gifts
15%
1.5 Cr
Leave Behinds
1.5%
15 lac
2%
20 lac
Visual Aid
0.5%
5 lac
Trade & Institutional Discount
10%
1 Cr
Retailers Input
10%
1 Cr
Scientific Literature
2%
20 lac
CME/CRM
20%
2 Cr
Incentives
5%
50 lac
Special Campaign
12%
1.2 Cr
Contingency Fund
2%
20 lac
Posters
Total Promotional Expenditure: 10Cr (approx 10% of
Sampling Details
SKU
Details
Amount
Allocated
Azithral 500 mg (500x3) 350 MR * 150 Units per quarter * 4 *Rs 30
63 lacs
Azithral 250 mg (250x6)
350 MR *150 Units per quarter *4 * Rs 30
63 lacs
Azithral XP Tab ( Gynae
infections
350 MR * 45 Units per quarter * 4 * Rs 30
19 lacs
Azithral Cap (25o mg)
350MR * 60 Units per quart * 4 * Rs 30
25 lacs
Azithral
dispertab(100mgx3)
350 MR * 60 units per quart *4 * Rs 8
6.72 lacs
Azithral drops ( 10 ml)
350 MR * 60 units per quart * 4 * Rs 8
6.72 lacs
Azithral liquid (100mg x
15 ml)
350 * 45 units per quart * 4 * Rs 10
6.3 lacs
Azithral Liquid (200 mg
x 15 ml)
350 * 45 units per quart * 4 * Rs 15
9.4 lacs
Azithral Total
2 Crs
Retailers Input
 Trade Schemes = 10 + 1 ( In all SKUs)
 Every quarter every M.R will gift 60 Retailers gifts like diary,
wall clocks( costing about Rs 120) .
 The objective behind this activity is to stop any kind of
substitution at retailer level as Azithral is premium priced
brand
Incentives details
 Every quarter incentive of Rs 5000 will be awarded to M.R on
achieving 102% of target.(5 % of A & P budget.) Calculation
is based on assumption if 70% of Sales force achieves
targets.(245 out of 350)
Promotion Overview
QUARTER
INPUTS
QTR 1
(AprJun)
•Campaign for
Paediatrics
•Samples
•Brand
Reminders
•Inclinic
activities
•Literature
•Brand Loyalty
Programs
•Leave
Behinds
•Trade
Schemes
QTR 2
(JulSept)
•Samples
•Brand
Reminders
•Inclinic
activities for
newer SKU
•Literature
•Leave
Behinds
•Trade
Schemes
•Institutional
Discounts
QTR 3
(OctDec)
QTR 4
(JanMar)
•Campaign for
Paediatrics
•Samples
•Brand
Reminders
•Inclinic
Activities
•Literature
•Brand Loyalty
Programs
•Leave
Behinds
•Trade
Schemes
•OPD
Campaign
•Samples
•Brand
Reminders
•Inclinic
Activities
•Literature
•Leave Behinds
•Trade
Schemes
•Institutional
Discounts
Pediatrician Campaign
CAMPAIGN FOR PAEDIATRICIAN
Doctor coverage
Sampling Plan
Coverage: 8750 Paediatricians
(25 Paediatrician per M.R)
(No of M.R s = 350)
No. of samples per doctor
Classification of Doctor based
on coverage
(RCPA and past data)
A- High
B- Medium
C-Low
5 doses for Class A
3 doses for Class B
1 dose for Class C
CAMPAIGN DETAILS
Day 1
• Detail on Ear Infection and sinusitis
• Retail call
Day 2
• Gifts - blue tooth, perfumed candles or room
freshners
Day 3
• Retail call
• No detailing
Day 4
• Detail on URTI (Pharyngitis, tonsilitis)
• Sample KIT with all SKUs
Day 5
• Direct mailers from the company
• Retail call
Day 6
• SUM up Total care for the three senses
• Poster for Clinics
OGSM MODEL FOR PAEDIATRIC
CAMPAIGN
OBJECTIVE
• To establish.
Azithral as the
leading antiinfective
amongst
Paediatricians
GOAL
STRATEGY
MEASURES
• To achieve an
incremental
sales of 10 Cr
for the SKUs
prescribed for
paediatric
purpose
• Focus on
specific SKUs,
like Syrups
and KID tab
• Conduct a
Paediatric
campaign.
• Campaign
calendar
• After
Campaign gets
over conduct
RCPA to
identify the
response of
doctors .
GROWTH HORIZONS
HORIZON 1
• Growth rate of 35%
• Paediatrician focus
• Derma: Acne
HORIZON 2
• Opthalmic Indication: Trachoma &
Conjunctivitis
• Institutional Sales
HORIZON 3
• For Malaria , HIV Infections
• MAC prophylaxis in AIDS
• Inhalation SKU
THANK YOU